Eyewear retailer Lenskart has joined forces with global collectibles giant Pop Mart to launch a limited-edition eyewear collection in India, marking Pop Mart’s first officially announced collaboration in the country. The partnership was unveiled at a launch event in Gurugram.
The collection draws from Sweet Bean’s “I Want A Hug” series, one of the character lines under Pop Mart’s IP portfolio, and spans 21 eyeglass and sunglasses designs. Each piece incorporates character-themed artwork, branding details, and decorative motifs aimed at consumers seeking eyewear that doubles as a personalised fashion statement.
The launch taps into a wider regional trend of character-led merchandising, as lifestyle brands across Asia increasingly partner with IP owners to court younger, fandom-driven consumers through collectible and personality-led products. For Lenskart, the India rollout follows similar themed eyewear launches it has previously run with Pop Mart in Singapore and Thailand.
Peyush Bansal, Co-founder and CEO of Lenskart, called Pop Mart a global phenomenon that has shaped a generation’s fashion sensibilities, adding that the collaboration brings this cultural moment to India for the first time and signals the start of a longer partnership rather than a one-off campaign.
As part of the launch, customers buying compatible Lenskart Bitz frames will receive Sweet Bean-themed magnetic charms in surprise packets, which can be attached to frames for a customisable look. The collection is available both across Lenskart’s retail network in India and on its online platform, with prices starting at ₹3,000.
